Case Study: How Selery Fulfillment Made Packing 75% Faster With Pack-Station Cameras

Key Results Achieved with Rabot

• Up to 75% faster packing per order
• Pack times cut to as low as 18 seconds, down from 65 to 75 seconds
• 60 bracelets recovered in a single dispute via video proof
• Rabot access sold to clients as a new revenue stream

About Selery Fulfillment

Selery Fulfillment is one of the Top 100 3PLs in the U.S. and ranked among the Top 11 Best 3PLs in Texas. With facilities in Dallas/Carrollton, TX and Salt Lake City, UT, Selery operates 150+ workstations serving a diverse portfolio of brands across food & beverage, nutraceuticals, and lifestyle products.

Selery runs on ShipHero and has built its reputation on value-add services that set it apart from other 3PLs: from climate-controlled storage to white-glove packouts for boutique brands.

The Challenge: Clients Were Asking, and Selery Didn’t Have an Answer

For over a year, Selery’s clients had been requesting video proof of packouts. When a customer claimed a missing item, Selery had no way to verify what went in the box. They scanned every pick and every shipment, but as COO Rory Bachman put it:

“We scan pick and we scan ship it. But whether they dropped it in the box, we won’t know till somebody calls. There’s the reality.”

— Rory Bachman, COO, Selery Fulfillment

The gap was costing them business:

• No visual verification: disputes came down to word of mouth
• New business at stake: a jewelry client made pack-station cameras a condition of moving in
• No operational visibility: the WMS showed macro metrics like daily order volumes, but what was actually happening at the pack station was a mystery

Rory had seen what was possible. At a 3PL conference, a WMS provider Selery partners with demoed picking, packing, and processing an order in 40 seconds. Selery was running about 65 to 75 seconds to pack one or two items. Rory wanted to get there, but first he needed to see what was happening on his floor.

Simple Setup, Immediate Visibility

Selery started with a 30-day pilot on a single pack station in Dallas, running two brands: a jewelry line and a skincare brand.

The setup was straightforward:

• ShipHero integration: packer scans a tote, the recording starts automatically
• Client portal: brands get self-serve video lookup by order number
• Analytics dashboards: pack time, cost per unit, and daily trends visible from day one
• No IT overhaul: cameras connect to existing pack stations with minimal disruption

Within the first week, Rory was spending 90+ minutes a day reviewing pack videos to find process improvements. Not because he had to, but because the data was that useful.

The Unexpected Discovery: A Productivity Engine

Selery bought Rabot for client-facing video proof. What Rory found was something bigger.

“We purchased this packing record because our customer was asking for photo proof of packout. The reality is I’m seeing much more potential on this.”

— Rory Bachman, COO, Selery Fulfillment

By watching pack videos, Rory identified process waste that had been invisible:

• Packers were using a scale for items that didn’t need weighing: the video showed them placing items on the scale, entering the weight, then placing them in the box. For items under an ounce, this was pure waste.
• A laptop was sitting on the pack station: packers were reaching around it on every order. The video made the unnecessary movement obvious.
• Idle time was hidden: without cameras, there was no way to know when a station was producing and when it wasn’t.
• Scanners were improperly placed, or the processors were using hand scanners.
• Wifi was intermittent.
• A dozen little things were costing seconds.

Rory challenged his team to beat the 40-second marker. They got it down to 18 seconds.

“I charged my folks to beat this 40 second marker. Guess what? We got it down to 18 seconds. We’ve seen 75% increases in productivity, because now it’s measurable and it’s reportable.”

— Rory Bachman, COO, Selery Fulfillment

The approach wasn’t about surveillance. It was about working smarter:

“I’m not here to bust people. I’m here to help us all work smarter.”

— Rory Bachman, COO, Selery Fulfillment

Claims Protection: “It Saves Our Butt a Lot”

While Rory was uncovering productivity gains, the original use case, video proof for clients, was delivering results of its own.

Eva Hernandez, Senior Manager at Selery, describes a turning point:

“There’s a specific client that we do wholesales for their stores. They claimed that we didn’t pack up about 60 bracelets. We pulled up the footage, and you can see the packers scanning every single item into the boxes as we’re taping them up. So we showed them the footage. They went back to their customer and showed the footage, and they miraculously were found.”

— Eva Hernandez, Senior Manager, Selery Fulfillment

Every client at Selery now has the option to look up any order by number and watch the pack video themselves.

“Customers are finding this very valuable. They’re able to go back in that footage and take screenshots of each item in the video and show it to their customer that it was placed in the box. It saves our butt a lot.”

— Eva Hernandez, Senior Manager, Selery Fulfillment

Beyond customer claims, Selery uses video evidence for carrier disputes, proving that packages were properly packed before handoff to the carrier.

A New Revenue Stream

What started as a cost center became a profit center. Selery charges clients for video access at each station, turning Rabot into a value-added service that generates revenue.

Tracy Patterson, Sales Manager, was pitching it to prospects from day one:

“I think it’s a good little insurance feature that I can promote to some clients that also might set us apart from other 3PLs.”

— Tracy Patterson, Sales Manager, Selery Fulfillment

The impact on sales is concrete: at least one client moved to Selery specifically because of the cameras. For Selery, Rabot isn’t just an operational tool. It’s a competitive differentiator that pays for itself.

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About Selery Fulfillment

Selery Fulfillment is a Top 100 3PL based in Dallas/Carrollton, TX with additional facilities in Salt Lake City UT, Hickory NC, Los Angeles Area, Orlando and the Chicago area. Operating 150+ workstations on ShipHero, Selery serves a diverse portfolio of skincare, supplements, fashion, gadgets, home goods and lifestyle brands with value-added fulfillment services.

About Rabot

Rabot provides Vision AI for fulfillment operations, delivering real-time visibility into packing performance through pack-station cameras, automated order verification, dynamic SOPs, and production analytics. Rabot processes over 131 million items and 142 billion video frames across its customer base.